This presentation unveils the growing popularity of Sales Playbooks in today's B2B organizations. Where Sales Playbooks are not yet in place, the presentation provides a helpful guide to get you started. Prepared for the AA-ISP Inside Sales Conference, November 12, 2013, Dallas TX. Presenters: Dionne Mischler & Ralph Barsi

1. “THE ART (and SCIENCE)
OF THE
SALES PLAYBOOK”
DIONNE MISCHLER
Director of Sales
Sage
@dionnemischler
RALPH BARSI
Sr Dir, Sales Development
Achievers
@rbarsi

2. BIRDS OF A FEATHER
If we build it, they
will sell!
Hey, WE built one…
Yeah, but
HOW do we
build it?
Let’s see what
OTHERS are
doing!

3. WE ASKED THE PEOPLE

4. WE RESEARCHED THE MARKETPLACE
•
Created research study with Instant.ly
•
Promoted the study via AA-ISP, LinkedIn, Twitter, Email
•
Reached ~1K professionals & ~100 responded
•
100% B2B, mix of
tech (hardware &
software) and
services
•
STEPS &
70% currently use a playbook
30% don’t use a playbook
100% want to use a playbook
RESULT
S

5. LENGTH OF SALES CYCLE
~80% less than 6 months
(Transactional)

6. TITLE / ROLE
60% represented Sales

7. PLAYBOOK OWNERS
Sales / Inside Sales / Sales Ops, and Marketing

8. METHODOLOGIES USED
Others include consultative, social selling, etc.

9. KNOW WHERE TO FIND HELP?
Half DID / Half DIDN’T

10. “Things to think about
as you build YOUR
Sales Playbook”

11. START WITH WHY YOU NEED A PLAYBOOK
1. To generate pipeline and drive revenue
2. To gather disparate, decentralized info into one place
3. To standardize messaging
4. To ramp new hires
5. To reinforce struggling reps and remind experienced reps
6. To increase productivity of reps
7. To drive a corporate initiative
8. To prevent things from falling through the cracks
9. To influence behavior

12. IDENTIFY WHAT YOU NEED IN A PLAYBOOK

13. DECIDE HOW YOU’LL DISTRIBUTE THE PLAYBOOK
“Old school”
(hardcopy, spiral-bound book)
“eBook”
(easy to update and forward)
“Mobile”
(now you’re cookin’ with gas)

14. MAP THE PLAYBOOK TO YOUR CRM

15. WHO CAN HELP YOU BUILD A PLAYBOOK
Sales Playbooks for your Company
http://bit.ly/1faNPal
Building your Sales Playbook
http://bit.ly/19nNaRw
The What & Why of Sales Playbooks
http://bit.ly/1faNPal
12 Elements of a Great Sales Playbook
http://bit.ly/17EkAuW
How to Create a Killer Sales Playbook
http://slidesha.re/16vOkcC
Creating Pipeline through Use of a Sales Playbook
http://slidesha.re/UinJuP

16. TIME TO CELEBRATE
When a SALES PLAYBOOK is in use, EVERYONE WINS!

17. “THANK YOU”
Dionne Mischler
dionne.mischler@sage.com
@dionnemischler
in/dionnemischler
Ralph Barsi
ralph@achievers.com
@rbarsi
in/ralphbarsi